ETHICS MATTER!
Navigating Social Media Why values should guide your approach A spate of cases involving allegations of
MARTHA PEREGO, ICMA-CM, is director of member services and ethics director, ICMA, Washington, D.C. (mperego@icma.org).
improper social media posts by members has ICMA’s Committee on Professional Conduct (CPC) considering whether additional guidance or clearer standards are needed. After all, the reputation of the member, their local government organization, and even the profession is at risk when questionable posts occur and then are broadly shared. Perhaps a specific and clear guideline on social media would help members steer clear of inappropriate or unethical comments and posts. A rule-based standard, like the approach we use to define acceptable political activity, is one way to address how social media is used. However, a deeper dive into the cases that came before the CPC raises a valid question. Is the problem social media? Or is it that regardless of the conduit, it’s the conduct that violates a core value of the profession? Case in point: whether you offer negative comments about a candidate for elected office by standing in the public square, in an interview with a reporter, or via your Twitter feed, you have crossed the line on political activity. It’s the words, timing, and approach that matter—not just the communication channel. To assist members in identifying that ethical line, here is a short recap of some of the conduct using social media that raised an ethical concern.
BY MARTHA PEREGO, ICMA-CM
A city manager posted comments online after reading an article that outlined a candidate’s stance on local issues. He ended with a request that his
thoughts be shared broadly within the community. That crossed the line because members should not endorse candidates. Offering an assessment of where a candidate stands on an issue would be viewed as indicating support or opposition to the candidate. Timing matters here as well. Opining on an issue of concern to the community is well within the manager’s purview. But doing so in the middle of a campaign is drawing you into the realm of candidate politics.
What if you don’t say anything but share a link? That depends on what you are sharing. A city manager
reposted a link for the incumbent mayor’s reelection page to her personal Facebook page. That creates the appearance of an endorsement. Best to refrain from liking or commenting on any candidate for elected office whether local, state, or national. When all is said and done, you will need to work with whomever is elected to advance your community’s needs. An assistant manager used her personal social media account—which had the disclaimer “all posts are my own”—to offer commentary on the policy positions of state and federal elected officials.
Members working for a local government share a right and responsibility to voice their opinion on issues of concern,
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